Impact of social media marketing features on consumer's purchase decision in the fast-food industry: Brand trust as a mediator
The main aim of this paper was to investigate the effect of four features of social media marketing on the purchase decision of consumers in the fast-food industry. It also aimed to determine if brand trust mediates the relationship between them. Necessary data was gathered from the visitors of diff...
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| Format: | Article |
| Language: | English |
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Elsevier
2022-11-01
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| Series: | International Journal of Information Management Data Insights |
| Subjects: | |
| Online Access: | http://www.sciencedirect.com/science/article/pii/S2667096822000453 |
